Loading

Bride Again

Case Studies
Scroll Down

Getty Images – Bride Again
THE CHALLENGE

When Getty Images photographer Adam Pretty won the prestigious Getty Editorial Fellowship, he grabbed his camera and prize money and headed to the Japanese town of Kesennuma – one of the most devastated regions from the Tohoku quake and tsunami in 2011. Overwhelmed by the scope of tragedy, Adam resolved to give something back to the people by reconstructing wedding portraits of couples whose original wedding photographs were destroyed. Adam’s Bride Again project is a strong example of the depth and power of the work of Getty Images’ photographers.

THE SOLUTION

To coincide with the second anniversary of the Tohoku quake and tsunami, Howorth approached two media outlets – Fairfax Media and ABC – with the opportunity to speak with Adam. Both interviews would discuss why Adam chose to focus on the Japanese tsunami and uncover stories of survival and love among the families involved in the project. Adam Pretty/Getty Images: Kou Murata and Hisako Murata The story that Howorth and Getty Images wanted to tell was that of the strength, resilience and hope of the Japanese people living in Kesennuma.

THE RESULTS

Following an interview with The Sun Herald, a half page article featuring a Bride Again wedding portrait was published in the newspaper. Adam Pretty/Getty Images: Hatsumi Onodera and Yasuo Onodera This piece was syndicated to 157 online Fairfax metropolitan and regional news sites including the Sydney Morning Herald, The Age and Brisbane Times as well as featuring in Fairfax’s tablet edition. Adam’s interview with the ABC resulted in an online feature piece, exposing the news to a potential audience of 3,700,000 Australians.

This campaign generated a combined total of 159 clips and reached a potential audience of 18,022,235 Australians.